Asahi Beer to release first new brand in seven years, “The Vitalist,” in April

Asahi Breweries (Tokyo) announced on the 21st that it will release a new product, “Asahi The Vitalist,” on April 15th. This is the first new brand of standard-priced beer in seven years, and is characterized by a refreshing bitterness and clean aftertaste. The company aims to capture demand ahead of the beer tax cut scheduled for October 2026.

　The beer yeast used in Asahi’s flagship “Super Dry” beer has been used to create a sharp flavor. This is Asahi’s first new beer brand since “Asahi Grand Mild” was launched in 2018. The expected retail price will be around 237 yen for a 350 ml can, and the company aims to sell 2 million cases (1 case = 20 large bottles) by 2025.　

　In preparation for the unification of beer taxes in 2014, each company is strengthening its beer business. Kirin Brewery will begin selling its “Harekaze” beer, which was previously only available in cans for home use, to restaurants from April. Suntory is revamping the brand design and flavor of its flagship “Suntory Draft Beer.”